Are you still selling with slogans attached to logos? While inspiring, a slogan doesn’t usually take much of a position. That job is left to positioning strategies. What is a positioning strategy? They are a strategy where by the brand takes a position that resonates with it’s target audience. That position sometimes puts your brand out on a limb or boldly states a fact such as: the leader in something. Or the only something. When I develop positioning strategies, I love the leadership variety. Most people enjoy working with the leaders.
What are you the leader in? Are you the only service to offer something? Remember Domino’s Pizza at their beginning? 30 minutes or it’s free! Domino’s realized that essentially, pizza is pizza. By positioning with 30 minutes or it’s free they went from a pizza business to a delivery business. Customers couldn’t resist the fact that if no pizza arrived at their threshold in 31 minutes they got a free pizza. That is a resonating message. They were they only ones to do that.
Apple‘s positioning was the design itself. From the beginning Apple products were distinctly different. That aesthetic appealed to the graphic industry. The operating system was graphic based. Their inspiring slogan, “Think Different” complimented their positioning.
Like all positioning, it has to be based in reality. If you are different, if you deliver or it’s free you must indeed do these things. Your brand must be authentic. Your own positioning strategy is no doubt based on what customers love about you now. Focus and narrow your field to harness a position that resonates. This will deliver additional profit and move your brand forward. It is also very exciting for all stakeholders. They willingly step up to the plate take the challenge to succeed.
The Advantage is not indicated as a point-of-difference. This is definitely the individual most typical drawback among all the advantages we see week-to-week. In some situations, of course, a product truly does not have any actual difference among its key opponents. But this should not avoid the addition of an advantage that could provide a recognized distinction compared to key opponents. The running advantages of Gatorade’s fluid are difficult to tell apart from those of other hunger quenchers; but the psychological Gatorade of sensation more like a victorious one is something the product has properly developed and taken some possession of…for a recognized distinction.
 @evalewis Good point Evalewis – where no obvious difference exists perceptions of a difference can be developed. Results tied to a brand perception can be pretty convincing. Thank you for your input.
Great examples. I also like how Domino’s reinvented themselves again a few years ago with their “Oh yes we did” campaign. It’s been great to watch. – Kelsey
 @wonderwall7 I admire the Domino’s brand as well. I like how they innovate as they grow.Â
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Thank you for your input.